Galaxy Showcase

2x4 partnered with Cheil, Samsung’s in-house agency, to create the Samsung Galaxy showcase, a 3,000m2 temporary brand pavilion at the 2018 Olympic Winter Games in South Korea. Positioned as a pioneer’s playground, the space was designed to engage visitors in a creative, exploratory relationship with mobile technology as well as undergird Samsung’s newest product development in a legacy of relentless pursuit of innovation. As lead design team, our work spanned strategy, architecture, environmental design, exhibition, and interactive components rooted in the core concept of Smart Play. The pavilion was developed as a prototype to cultivate a forward-thinking, comprehensive brand experience for Samsung Mobile worldwide.

The showcase articulates the company’s legacy through hands-on product displays, public programming and amenities as well as new screen-based experiences in VR, camera and social media. Unbox Samsung is an illuminated living archive that houses a physical display of Samsung’s 40-year history of mobile innovation, design and craftsmanship. Product displays, an open auditorium, and a café provide a central hub to connect and explore the Galaxy 8 products and contemporary programming around emergent creative culture. A field of glowing architectural follies house interactive experiences, from virtual-reality winter sport simulations to 4D camera activities, to encourage visitors to explore and imagine the future of mobile technology.

Experiential brand pavilion
Installations explore Samsung's history of innovation
Layers of design details, history, sketches, and inspiration
Kinetic engineering installation
Interactive experiences powered by Galaxy devices